Win the RFP: Nail Your Next Client Pitch With Audience Research

Why do in-house teams hire agencies or consultants? It’s almost always for two types of expertise: Tactical: Mastery of a specific tactic in a domain (e.g. handle all the Meta ads for your online shop) Domain: Deep knowledge of a given industry (e.g. PR strategy in the healthcare space) Clients expect these tasks to be done more efficiently and effectively…

Where Web Users Spend Time vs. Where Traffic Referrals Originate

“Most of our site’s traffic comes from Google, so most of our digital marketing efforts and spending should be on Google, too.” – An absolutely terrible way to invest in marketing On Monday of this week, I published a comprehensive look at how traffic flows on the American web. Unfortunately, some folks in the social feeds where this research was…
Data Industry Marketing Tactics

Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It

This is a very short post to say: If you’re not investing in your own email marketing list, you’re making a bad choice. Social media engagement rates have plummeted the last 15 years. Ad engagement, too. Google CTRs have fallen massively the last decade with the rise of zero-click searches. The visibility of TV and print advertisements have died off…

The 3 Big Problems with Asking “How Did You Hear About Us?” | 5-Minute Whiteboard

Marketing attribution is dying. Ad blockers. Privacy laws. The death of third-party cookies. Keyword (not provided). Dark social. It’s an attribution-trained marketer’s nightmare. Knowing which channels and tactics truly had an influence on every sale is next to impossible. Unfortunately, many folks think the remedy lies in a simple survey question at the end of a signup or checkout process.…

Why the Worst Search Marketers Start Content Strategy with “SEO Keywords” — 5-Minute Whiteboard

I’m worried. Worried that thousands of agencies, in-house practitioners, and even marketing leaders who should know better are STILL prioritizing their content efforts based primarily or entirely on keywords for search. I get it. 10 years ago, that practice worked. It still technically works in a number of fields. Prioritize keywords, create content, publish, get links and ranking signals, earn…

4 Ways to Distribute Content on Social Media | 5-Minute Whiteboard

Tactically, there’s an infinite number of ways to promote via social media. But, when it comes to distributing content, there are just four categories of promotion that every technique fits under. What are they? Which one should you use? Should you adopt a mix or stick to a single system? Find out in this week’s 5-Minute Whiteboard: Transcript: Howdy SparkToro…

5-Minute Whiteboard: Why You Can’t Just Crank Up Marketing to Get More Sales

CEO/Sales Leader: “Hey marketing team! We’re behind on our quarterly sales goals and only have 3 weeks left. Do some marketing why doncha?! Crank up them SQLs!“ Marketer: “Yeah, that’s not really how this discipline works. It’s a long lead cycle between awareness, branding, and conversion, and…“ CEO/Sales Leader: “Sorry exec team. Marketing underperformed and that’s why we didn’t meet…
Marketing Startups Tactics

How One Media Placement Led to 1,600 Customers — And How You Can Do It Too

“But, customer acquisition isn’t how you measure the success of public relations.” I didn’t have formal PR or marketing training and still, I knew it was a ridiculous KPI. This was during my time at direct-to-consumer (DTC) healthy snack startup NatureBox. We were a series A startup, a lean team that needed to grow our business quickly. It just wasn’t…